Bangalore: GrabOnRent, India’s largest product rental marketplace has launched #GarmiKaJugaad campaign targeting the common man suffering from the dreadful summer heat. The campaign encourages people to not suffer during summer season and start renting AC and coolers at a reasonable cost. The campaign, conceptualised by Media Moments urges the audience to use GrabOnRent as the smarter, and an economical solution to stay cool in summers.
Here is the video
The film taps into the ‘Jugaadu’ mindset that we Indians have mastered and for many is the mantra to liveby. The film portrays various characters like a dog, an old couple and bachelor roommates suffering in the summer heat indoors. Each one finds an over the top hack or ‘jugaad’ to cope with the heat. It portrays how hilariously creative Indians can get when it comes to finding our ‘jugaad’ to fix many of the day to day issues. The catchy background score and the voice over in the background adds a lot to the mood of the ad.
“GrabOnRent has always been driven by the philosophy of providing accessibility of any product to anyone. With this in mind, we take the onus to make the Indian audience aware of the economic viability and convenience of renting Air Coolers and Air Conditioners this summer. This campaign should fire the inhibitions and enable the neo-Indian audience to look beyond mindless consumerism and take a smarter decision”, says, Shubham Jain, CEO GrabOnRent.
“At one-third the cost, one can use an Air Cooler or an Air Conditioner for complete summer season. This is a much smarter choice instead of buying the same and letting it lie around for rest of the year”, he adds.
Prabhudoss Samuel AKA Sam, Creative Director Media Moments says, “Be it the bachelor who uses a clothes iron to roast papads, or the young mother in the fields using a saree as a make shift cradle for her baby, jugaad has always been a part and parcel of the Indian way of life. We always try to fix it ourselves before opting for the most logical solution available to us. That’s exactly what we wanted to portray in the film for GrabOnRent.com. To portray their AC and Cooler rental services as a viable and economical solution for summer in comparison to any jugaad.”
The campaign takes the integrated omni-channel approach in order to reach out to today’s digital savvy audience spanning across the online and offline space. In the next phase it will extend to print, radio, OOH while continuing to engage audiences in the digital space.
Campaign Conceptualized and executed by Media Moments
Production partner: Be Water Films